Nike and Adidas shift from performance to purposeTaglines reflect Gen Z and millennial valuesBrands compete to connect emotionally Marketing is built on frequency and consistency.  Being seen with the same message, over and over—by the right audience. If this formula...

The CEO decides when sponsorship solves real business problemsRelationships and internal alignment are decisive in the negotiationTangible results turn skepticism into advocacy The CEO is the one with the final word. The one who decides whether to sign or drop the...

Coca-Cola engages fans with multiple drinksThe brand connects UK and global audiencesIt follows trends with low- and no-sugar products Coca-Cola has made a bold play in English football. In May, the American giant announced a three-year deal with the Premier League....

A complex decision shaped by culture and timingUS leads, with 60% of top dealsLong-term, costly, high-reward commitment Are naming rights a good investment? Connecting with a city, fanbase or sport can create long-lasting results for companies. Naming rights promise...

Presence in the cycle boosts Games impactOlympic ecosystem integrates brands and servicesPurpose-driven entertainment keep the flame alive This week I had the opportunity to take part in the panel “The Olympics are all year round” at Rio Innovation Week. I shared the...

Global sponsorship works when strategy and local execution go hand in handUnilever combined different categories to activate multiple brands at the Women’s EuroRexona launched five local campaigns based on a global concept, with athletes as protagonists Global and...

Adobe partners with Premier League to elevate digital fan experienceThree pillars: Creativity, Data, AISignals a shift toward DTC sponsorship strategies Deals show where properties are heading. As society evolves, so must partnerships. The LA28 Olympics recently...

Without knowledge, we can’t sell. Above all, knowledge of the person sitting across the table. How can I help this company?What do they really need right now?What’s the available budget? The problem is that, more often than not, we don’t even know what the real issue...

Under pressure from the Trump administration, 80% of US multinationals changed their ESG policies to avoid legal and political risks. This context presents a real dilemma for sponsors of women’s sport: a) Pull back on sponsorships, giving in to political pressureb)...

How many pillars does your sponsorship support? A well-executed sponsorship impacts several areas of the company. Brand, customers, product, distribution channels, technology, relationships, employees or public relationships. It’s useful both for those who sell and...

From 5 to 53 sponsors in seven years. Few sports organisations have scaled this fast while managing such a wide sponsor roster. McLaren Racing is one of them. The only team in the paddock without a title sponsor. Instead, McLaren has three major sponsors: OKX,...

https://youtu.be/WXwvrJJjJVE In the world of sponsorship, we usually talk about money, strategy, and results. Rational elements linked to knowledge and technical skills. What is far less talked about – and recognised – is the immense resilience, optimism and effort of...

Since it was announced in 2022, the new FIFA Club World Cup has faced questions about its viability, relevance, and place in the international football calendar. With this move into club football, FIFA aims to establish the tournament as its second most lucrative...

The epic final between Alcaraz and Sinner was the stage for yet another masterclass in sponsorship. A supporter of tennis for over 40 years, Rolex has built a legacy of excellence and tradition. In recent years, luxury brands have increasingly partnered with athletes,...

The sponsor printed on your shirt says a lot about you. About how you position yourself, which audience you reach and what problem you solve. It’s not the same having Bet365 as it is having TikTok. The absence of a sponsor also sends a message. Just like a shirt...

How many times have you been left without an answer?  Even from the right contact? Many WhatsApps, e-mails and sales presentations go unanswered. It’s frustrating — especially after so much effort. What’s wrong? We focus on what we say, but not on what they hear. That...

Sponsorships are marketing solutions to business problems.  We often see brands seeking visibility, engagement, data, prestige, relationships, or product sales. That’s not Airbnb’s case — at least not the main goal here. By investing millions in an Olympic...

Is it smart to buy a package that includes both men’s and women’s rights? Booking.com recently announced its partnership with both the NBA and the WNBA, becoming their official online travel partner. Diageo, on the other hand, was named the official spirits sponsor...

What if brands like Coca-Cola or Heineken started creating rules within sports? Can you imagine a header goal being worth double in the World Cup final? Or a driver earning +10 points for finishing the season without any accidents? We’re seeing new competitions like...

After numerous meetings with companies, the miracle happened: reaching an agreement. The brand likes the project and is willing to invest. We have already started to imagine how it will be activated and how the contract will help us meet this year’s goal. Pure...

Subtly interrupting while still adding value. That’s how we aim to activate sponsorships in sport and entertainment. Consumers buy brands, not products. No one needs to drink a Heineken during a Champions League match, but many want to. Once again, the Dutch brand...

Even the best professionals get fired. Recently, a good professional I know from a top sports property was dismissed. He had a strong track record, a solid network, and the full support of his team. After several years of working for the organisation, he was even...

Renewing a sponsorship should be easier than signing the first deal. But it isn’t always like that. Some factors are in our control, others are not. The market suggests that 40–60% of sports sponsorships are not renewed. Renewing is selling a new sponsorship, and much...

How much will be invested in activating the sponsorship? This question is as important for the sponsor as it is for the sponsored party. The biggest payment Activation is the biggest payment a property can receive. A good activation: Promotes the sports property...

Trust is built with truth, not with beauty. Having an attractive pdf is important, but it is sincerity that connects people. Respect for others. An incredible project, without weaknesses and that will change the world, generates distrust. Working on the property or...

Since early this year, Olympic partners such as AB InBev and Allianz renewed their contracts with the IOC. TCL also joined as a global sponsor following Panasonic’s exit. For us marketers, the Olympics are a benchmark in sports and entertainment. 9 out of 10 people...

The American market Sponsorship deals in women’s sports grew at a 50% faster rate than in men’s professional leagues in North America in 2024-2025. Endorsements for athletes and teams in the NWSL (football), WNBA (basketball), WTA (tennis), LPGA (golf) and Liga MX...

Competition among companies increases as more brands invest in sponsorship to achieve their business goals. Properties like F1, NFL or NBA have seen their partners’ portfolios grow for flagship events and competitions. 92 of the Top 100 brands invest in sponsorship....

Often, our project gets a no in the first minutes. We may not hear it, but it’s there.  The first five minutes of a sales pitch are vital. Their goal is to persuade the listener to pay attention to the rest. Most sales pitches don’t work because of a lack of empathy. ...

“Our partnerships deliver powerful platforms for transformation, showcasing payment solutions that uplift everyone, everywhere”, Andrea Fairchild, SVP Global Sponsorship Strategy. Sport, culture and entertainment influence through authentic stories, turning fans into...

Nike and Adidas shift from performance to purposeTaglines reflect Gen Z and millennial valuesBrands compete to connect emotionally Marketing is built on frequency and consistency.  Being seen with the same message, over and over—by the right audience. If this formula...

The CEO decides when sponsorship solves real business problemsRelationships and internal alignment are decisive in the negotiationTangible results turn skepticism into advocacy The CEO is the one with the final word. The one who decides whether to sign or drop the...

Coca-Cola engages fans with multiple drinksThe brand connects UK and global audiencesIt follows trends with low- and no-sugar products Coca-Cola has made a bold play in English football. In May, the American giant announced a three-year deal with the Premier League....

A complex decision shaped by culture and timingUS leads, with 60% of top dealsLong-term, costly, high-reward commitment Are naming rights a good investment? Connecting with a city, fanbase or sport can create long-lasting results for companies. Naming rights promise...

Presence in the cycle boosts Games impactOlympic ecosystem integrates brands and servicesPurpose-driven entertainment keep the flame alive This week I had the opportunity to take part in the panel “The Olympics are all year round” at Rio Innovation Week. I shared the...

Global sponsorship works when strategy and local execution go hand in handUnilever combined different categories to activate multiple brands at the Women’s EuroRexona launched five local campaigns based on a global concept, with athletes as protagonists Global and...

Adobe partners with Premier League to elevate digital fan experienceThree pillars: Creativity, Data, AISignals a shift toward DTC sponsorship strategies Deals show where properties are heading. As society evolves, so must partnerships. The LA28 Olympics recently...

Without knowledge, we can’t sell. Above all, knowledge of the person sitting across the table. How can I help this company?What do they really need right now?What’s the available budget? The problem is that, more often than not, we don’t even know what the real issue...

Under pressure from the Trump administration, 80% of US multinationals changed their ESG policies to avoid legal and political risks. This context presents a real dilemma for sponsors of women’s sport: a) Pull back on sponsorships, giving in to political pressureb)...

How many pillars does your sponsorship support? A well-executed sponsorship impacts several areas of the company. Brand, customers, product, distribution channels, technology, relationships, employees or public relationships. It’s useful both for those who sell and...

From 5 to 53 sponsors in seven years. Few sports organisations have scaled this fast while managing such a wide sponsor roster. McLaren Racing is one of them. The only team in the paddock without a title sponsor. Instead, McLaren has three major sponsors: OKX,...

https://youtu.be/WXwvrJJjJVE In the world of sponsorship, we usually talk about money, strategy, and results. Rational elements linked to knowledge and technical skills. What is far less talked about – and recognised – is the immense resilience, optimism and effort of...

Since it was announced in 2022, the new FIFA Club World Cup has faced questions about its viability, relevance, and place in the international football calendar. With this move into club football, FIFA aims to establish the tournament as its second most lucrative...

The epic final between Alcaraz and Sinner was the stage for yet another masterclass in sponsorship. A supporter of tennis for over 40 years, Rolex has built a legacy of excellence and tradition. In recent years, luxury brands have increasingly partnered with athletes,...

The sponsor printed on your shirt says a lot about you. About how you position yourself, which audience you reach and what problem you solve. It’s not the same having Bet365 as it is having TikTok. The absence of a sponsor also sends a message. Just like a shirt...

How many times have you been left without an answer?  Even from the right contact? Many WhatsApps, e-mails and sales presentations go unanswered. It’s frustrating — especially after so much effort. What’s wrong? We focus on what we say, but not on what they hear. That...

Sponsorships are marketing solutions to business problems.  We often see brands seeking visibility, engagement, data, prestige, relationships, or product sales. That’s not Airbnb’s case — at least not the main goal here. By investing millions in an Olympic...

Is it smart to buy a package that includes both men’s and women’s rights? Booking.com recently announced its partnership with both the NBA and the WNBA, becoming their official online travel partner. Diageo, on the other hand, was named the official spirits sponsor...

What if brands like Coca-Cola or Heineken started creating rules within sports? Can you imagine a header goal being worth double in the World Cup final? Or a driver earning +10 points for finishing the season without any accidents? We’re seeing new competitions like...

After numerous meetings with companies, the miracle happened: reaching an agreement. The brand likes the project and is willing to invest. We have already started to imagine how it will be activated and how the contract will help us meet this year’s goal. Pure...

Subtly interrupting while still adding value. That’s how we aim to activate sponsorships in sport and entertainment. Consumers buy brands, not products. No one needs to drink a Heineken during a Champions League match, but many want to. Once again, the Dutch brand...

Even the best professionals get fired. Recently, a good professional I know from a top sports property was dismissed. He had a strong track record, a solid network, and the full support of his team. After several years of working for the organisation, he was even...

Renewing a sponsorship should be easier than signing the first deal. But it isn’t always like that. Some factors are in our control, others are not. The market suggests that 40–60% of sports sponsorships are not renewed. Renewing is selling a new sponsorship, and much...

How much will be invested in activating the sponsorship? This question is as important for the sponsor as it is for the sponsored party. The biggest payment Activation is the biggest payment a property can receive. A good activation: Promotes the sports property...

Trust is built with truth, not with beauty. Having an attractive pdf is important, but it is sincerity that connects people. Respect for others. An incredible project, without weaknesses and that will change the world, generates distrust. Working on the property or...

Since early this year, Olympic partners such as AB InBev and Allianz renewed their contracts with the IOC. TCL also joined as a global sponsor following Panasonic’s exit. For us marketers, the Olympics are a benchmark in sports and entertainment. 9 out of 10 people...

The American market Sponsorship deals in women’s sports grew at a 50% faster rate than in men’s professional leagues in North America in 2024-2025. Endorsements for athletes and teams in the NWSL (football), WNBA (basketball), WTA (tennis), LPGA (golf) and Liga MX...

Competition among companies increases as more brands invest in sponsorship to achieve their business goals. Properties like F1, NFL or NBA have seen their partners’ portfolios grow for flagship events and competitions. 92 of the Top 100 brands invest in sponsorship....

Often, our project gets a no in the first minutes. We may not hear it, but it’s there.  The first five minutes of a sales pitch are vital. Their goal is to persuade the listener to pay attention to the rest. Most sales pitches don’t work because of a lack of empathy. ...

“Our partnerships deliver powerful platforms for transformation, showcasing payment solutions that uplift everyone, everywhere”, Andrea Fairchild, SVP Global Sponsorship Strategy. Sport, culture and entertainment influence through authentic stories, turning fans into...